Wieden & Kennedy won its fourth straight commercial Emmy Award, this time for its heartstring-tugging, mom-centered "Best Job" work for Procter & Gamble, created out of Anonymous Content and directed by Alejandro Gonzalez-Innaritu.
The film, which promoted P&G's Olympics sponsorship, spurned the usual shots of inspiring athletes in favor of focusing on the women who made it all possible: the mothers. The marketer, which dubbed itself "Proud Sponsor of Moms" during the Games, may as well have called itself "Proud Sponsor of Tears," since this was just another installment in its highly emotional efforts for its "Thank You, Mom" campaign.
Last year, Wieden & Kennedy won the Outstanding Commercial Emmy award for its Eminem-starring "Born of Fire" work, which also debuted during the Super Bowl. In 2010, it picked up the award for its stellar Old Spice work starring the delicious Isaiah Mustafa, and directed by Tom Kuntz, while Coca-Cola's "Heist" spot out of Pysop earned it the same nod in 2009.
Wieden & Kennedy's Portland office was also nominated for Chrysler's "Halftime in America" Super Bowl spot starring Clint Eastwood, directed by David Gordon at Chelsea Pictures, while its New York outpost was nominated for Target's "Color Changes Everything" commercial for its Spring fashion. Deutsch Los Angeles was also nominated for "The Bark Side," a teaser for its Super Bowl spot directed by Caviar's Keith Schofield, and for its Big Game spot, "The Dog Strikes Back," directed by Lance Acord at Park Pictures. Check out all the nominees here.
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